The Campaign

We first assembled a panel of experts from different aspects of the healthcare ecosystem to discuss the most pressing health issues Singaporeans faced. From insights gathered, we identified ‘The Wellness Tribes’ - a set of six profiles exemplifying the different ways Singaporeans pursue wellness. We developed detailed psychographic profiles for each Tribe, which were reviewed by the panel. The Tribes’ profiles were then converted into easily digestible infographics for consumers. These were used to create a fun online quiz (“What’s Your Wellness Tribe?”), which helped people quickly discover their ‘Tribe’ and receive tailored health advice from a Blackmores naturopath. Quiz results directed consumers to the Blackmores website, where they could to obtain information about their tailored products.

Execution

We first worked closely with a panel of experts from different aspects of the healthcare ecosystem to identify the key health issues Singaporeans faced, and collaborated to produce ‘The Wellness Tribes’ - a set of six profiles exemplifying the different ways Singaporeans pursue wellness. These profiles were converted into an infographic and online quiz (“What’s Your Wellness Tribe?”), with a re-direct to the Blackmores website. Upon launch, the Wellness Tribes’ infographic and a press release were sent to media/influencers, with a personalised package sent to those who participated in the quiz. We partnered with wellness celebrity, ‘Denise Keller’ and Watsons, to further promote the campaign. An online contest was conducted closer to Christmas week, where consumers who shared their quiz results on Facebook stood to win $500 of Blackmores vouchers and wellness packages. The entire campaign was underpinned by paid support online and further publicity on Watsons’ social media channels.

•Blackmores’ sales at Watsons jumped 52% during the campaign period, making December a record-breaking month. •Attained a total reach of 1,422,764 for our campaign, spread across various media/influencer platforms •Secured 21 pieces of earned coverage from top-tier wellness influencers and media, with more articles scheduled for the next few months; included five consecutive days of interviews with a Blackmores naturopath on Body & Soul with Daniel Martin on ‘938 Live’ •Top-tier influencers such as Nathaniel Ho, Allan Wu, Anita Kapoor and Hanli Hoefer shared images of their wellness packages on social media, garnering over 2,000 likes and reaching an audience of more than 161,000 •The Wellness Tribes quiz was taken by 1,042 people and viewed more than 14,000 times •The quiz completion rate was almost 60%, far exceeding the industry standards •Directly shared at least 185 times on Facebook and twitter platforms and collected nearly 400 leads from quiz participants

The Situation

The Blackmores Wellness Tribe Campaign was a smart, cost-effective campaign that utilized a strategic communications marketing approach to achieve maximum results in both sales and exposure. It also has a strong creative concept that helped to not only showcase Blackmores’ product variety but help make direct personal connections with consumers in Singapore who are often skeptical, confused or unsure about what they need to manage their own wellness. The campaign overall was meant to instill trust in the brand and provide a useful tool for consumers to use – which makes it a strong contender for the PR Spikes category.

The Strategy

With the clutter of existing conversations about health and wellness that make the landscape complex, there was a need for a solution to direct Singaporeans to the right products and suitable advice. Furthermore, with key competitors securing strong positions in the market, there was a need for Blackmores to establish a unique identity and voice. Our strategy was to provide Singaporeans (18yrs to 50 and above) with an easy-to-use tool to discover their individual health and wellness needs. This tool needed to be evidence-based and expert-reviewed, yet attractive and easily understood by consumers. By seeding this tool and driving participation, we would succeed in positioning Blackmores as an expert that truly understands Singaporeans’ individual needs for wellness. We took a communications marketing approach to see this campaign to fruition; integrating traditional PR with research, digital content creation, influencer engagement, creative production, paid amplification, partnerships and on-ground activities.